Seven Things to Remember When Creating Content for International Shoppers

The number of people using the Internet worldwide is now over 3.6 billion. While that’s a lot of potential readers, it’s not necessarily easy to attract their attention. There are many different interests, preferences, languages, and competition when it comes to that 3.6 billion. If you want to grow your audience globally, it’s important to keep in mind the vast variation in audience preferences, including when it comes to where your readers are. Only around 9% of online users are based in North America, with around half in Asia and 17% in Europe. To ensure your content is effective in reaching audiences around the world, here are seven things to consider. 1. Cultural References It’s common to use cultural references that are familiar to us, but they could be misunderstood by someone outside your region. For example, an article referencing Thanksgiving won’t resonate with many outside the US and Canada. Solutions: Change the content theme to something more international without the cultural divide. Alternatively, add a quick note of explanation for international viewers. Similarly, use â€Å"emergency services† instead of â€Å"911† or â€Å"ten-year-old students† instead of â€Å"fourth graders.† 2. Seasonal Content It may be summer where you are, but on the other side of the world, your readers might be under three feet of snow. This doesn’t mean you can’t write about the seasons; just be aware of who your target reader is, and what they’re experiencing. Solutions: Adapt content for a different audience, or publish it at a more appropriate time of year for the target market. 3. Numbers, Units and Measures Are you referencing temperature, distance, height or weight? Remember that most countries outside the U.S. use the metric system. For example, Germans only know that LeBron James is 2 meters tall. Also, remember: The dollar sign ($) denotes currencies in many different countries, so use â€Å"USD† if you’re referring to the U.S. dollar. 3/12/17 can mean the 3rd of December or the 12th of March, depending on your location. 4. Terminology and Spelling People use different search terms to find out the same information online, depending on their location. For example, U.S. consumers use ‘cell phone,’ whereas U.K. consumers use ‘mobile phone.’ Which is more appropriate: â€Å"sneakers† or â€Å"running shoes†? â€Å"License† or license†? Terminology and spelling differences exist across other English-speaking markets such as Australia and New Zealand. The challenge with terminology and word choice becomes even more pronounced when you start growing globally. For example, â€Å"Cardholder Name† in English, is â€Å"Nom du titulaire figurant sur la carte† in French. Solution: Work with native speakers in your target country to optimize content for maximum SEO benefits. 5. Visual Content It’s not just text that can get lost in translation – images are also culturally sensitive. Examples: An image of a cow could cause problems in a country like India, where the cow is one of the most sacred animals in the Hindu culture. The A-OK gesture is an obscene gesture in a country like Brazil. The color red may symbolize passion or danger in Western cultures, but in African countries it can symbolize death and aggression. The color white is a symbol of bad luck and mourning in some Asian countries. Solution: Consider changing an image if it’s likely to mean different things to different people. 6. Social Media Strategy If you want to reach people across multiple locations via social media, bear in mind the following: Most social platforms include localization features, where you can segment your audience based on geography, language and more. In mainland China, Facebook, Twitter, YouTube and Instagram are currently blocked. People use Weibo (similar to Twitter) and Qzone (similar to Facebook). Viadeo is a professional networking site similar to LinkedIn. Today, it has over 65 million users from Africa, America, Asia and Europe. The four top markets for WhatsApp are South Africa, Malaysia, India and Mexico. WeChat, similar to WhatsApp, has over 700 million monthly active users, most popular in China, Malaysia and Hong Kong. VK (VKontakte) is the largest European social platform. With over 66 million monthly active users, it’s the most popular website in Russia. 7. Translations Translating content is an option, but first, consider who you can already reach with your English content. Scandinavian and Middle Eastern countries are more used to English, whereas in Japan, China and Russia, the prevalence of English is low. Here is a list of countries where English is widespread. If you do end up translating content, using a translator will ensure you come across as more professional than just using Google Translate. Translators can capture the subtle nuances of a language to help you create the types of content locals are used to seeing. Solutions: The American Translators Association publish a directory of licensed translators and linguists. Alternatively, you could add a translation tool alongside content to help international readers. Time to Go Global? Adapting content to a global audience can be a challenge, but it can give your organization the opportunity to tap into new markets and ultimately boost sales. The key is adapting your content to speak to more potential readers, regardless of where they are in the world.